‘The one constant of fashion is constant change.’ (Tungate. 2012: 11) The fashion industry is an intriguing one. We are constantly ‘seeking to renew ourselves’ (Toth. 2003:11) and establish our everlasting identities, therefore following fashion is paramount to our lives. As Fashion Promoters, our responsibilities are similar to that of fashion icons; they ‘give us what we want before we are aware of what it is we want’ (Toth. 2003:11). We are responsible for persuading and gently manipulating consumers into purchases through a variety of visual and written means. In this essay, I shall be focusing on the importance of consumer behaviour and its relevance in visual merchandising and graphic design, resulting in the duties an art director is required to perform. The job roles mentioned all require similar knowledge and understanding of the consumer, which will be the primary emphasis of this essay.
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